MKT 340

1. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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2. © 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
LO2 Identify the different types of personal
selling.
Explain the stages in the personal
selling process.LO3
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO:
Discuss the nature and scope of
personal selling and sales
management in marketing.
LO1
Describe the major functions of sales
management.LO4
17-2

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MEET TODAY’S SUCCDSSFUL SALES
PROFESSIONAL
17-3
GE Healthcare
Web site

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SCOPE AND SIGNIFICANCE OF PERSONAL
SELLING AND SALES MANAGEMENT
LO1
Cambridge Sales
 Personal Selling
 Sales Management
 Selling Happens Almost Everywhere
• “Everyone Lives by Selling Something”
17-4
 Personal Selling in Marketing

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SCOPE AND SIGNIFICANCE OF PERSONAL
SELLING AND SALES MANAGEMENT
CREATING CUSTOMER VALUE
LO1
• Identify Creative Solutions
to Customer Problems
• Ease the Customer Buying Process
• Make the After-the-Sale Follow-Up
 Salespeople & Relationship Selling
17-5

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
MARKETING MATTERS
Science and Selling: Is Customer Value Creation
in Your Genes?
LO 17-1

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FIGURE 17-A Comparing order takers and
order getters
17-7

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THE MANY FORMS OF PERSONAL SELLING
ORDER TAKING
LO2
 Order Taker
• Outside Order Takers
• Inside Order Takers
 Order Clerks  Sales
clerks
 Inbound
Telemarketing
17-8

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• Outside Order Getters
• Inside Order Getters
 Outbound Telemarketing
THE MANY FORMS OF PERSONAL SELLING
ORDER GETTING
LO2
 Order Getter
17-9

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FIGURE 17-1 How outside order-getting
salespeople spend their time each week
17-10

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FIGURE 17-2 Stages and objectives of the
personal selling process
17-11

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PROSPECTING
LO3
 Personal Selling Process
 Prospecting Stage
17-12

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PROSPECTING
LO3
• Prospect
• Lead
• Qualified Prospect
 Cold Canvassing/Cold Calling
 Types of Prospects
17-13

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PREAPPROACH
LO3
 Preapproach Stage
• Method
• Expectations
• When to Contact
17-14

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
APPROACH
LO3
 Approach Stage
• Gestures
• Customs
17-15

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PRESENTATION
LO3
 Presentation Stage
17-16

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PRESENTATION
LO3
 Formats
• Stimulus-Response Presentation
 Suggestive Selling
17-17

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PRESENTATION
LO3
• Formula Selling Presentation
 Canned Sales Presentation
 Formats
17-18

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PRESENTATION
LO3
 Adaptive Selling  Consultative Selling
 Formats
• Need-Satisfaction Presentation
17-19

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MARKETING MATTERS
Imagine This…Putting the Customer
into Customer Solutions!
LO3
17-20

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
PRESENTATION
 Handling Objections
• Acknowledge and Convert
• Postpone
• Agree and Neutralize
• Acceptance
• Denial
• Ignore
LO3
17-21

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
CLOSE
 Close Stage
LO3
• Assumptive Close
• Trial Close
• Urgency Close • Final Close
17-22

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THE PERSONAL SELLING PROCESS:
BUILDING RELATIONSHIPS
FOLLOW-UP
 Follow-up Stage
LO3
• Repeat Sales
• Referrals
17-23

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FIGURE 17-3 The sales management
process involves sales plan formulation,
implementation, and evaluation
17-24

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THE SALES MANAGEMENT PROCESS
SALES PLAN FORMULATION
LO4
 Sales Plan
 Setting Objectives
• Output-Related
• Input-Related
• Behaviorally-Related
17-25

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THE SALES MANAGEMENT PROCESS
SALES PLAN FORMULATION
LO4
• Structure of the Salesforce
 Organizing the Salesforce
 Customer  Product  Geography
• Major (Key) Account Management
17-26

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THE SALES MANAGEMENT PROCESS
SALES PLAN FORMULATION
LO4
 Account Management Policies
• Whom to Contact
• Info to Collect
• Activities to Perform
17-27

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FIGURE 17-4 An account management
policy grid grouping customers according
to the level of opportunity and a firm’s
competitive sales position
17-28

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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
THE SALES MANAGEMENT PROCESS
SALES PLAN IMPLEMENTATION
LO4
• Job Analysis
 Salesforce Recruitment and Selection
• Job Description
• Job Qualifications
 Salesforce Training
• On-the-Job • Other Methods
17-29

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MARKETING INSITE
What is Your Emotional Intelligence?
Test Yourself and See.
LO 20-4
• Self-Motivation Skills
Emotional Intelligence
• Self-Awareness
• Managing One’s Emotions
• Empathy
• Social Skills
Emotional Intelligence
Web site

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THE SALES MANAGEMENT PROCESS
SALES PLAN IMPLEMENTATION
LO4
• Straight Salary
• Straight Commission
• Combination
 Salesforce Motivation & Compensation
• Nonmonetary
17-31

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THE SALES MANAGEMENT PROCESS
SALESFORCE EVALUATION
LO4
 Quantitative Assessments
 Sales Quota
 Behavioral Evaluation
• Subjective Measures
• Customer Satisfaction
• Output-Related• Input-Related
17-32

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USING MARKETING DASHBOARDS
Tracking Salesperson Performance at
Moore Chemical & Sanitation Supply, Inc.
LO4
17-33

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THE SALES MANAGEMENT PROCESS
SALESFORCE AUTOMATION AND CUSTOMER
RELATIONSHIP MANAGEMENT
LO4
 Salesforce Automation (SFA)
 Salesforce
Technology
 Salesforce
Communication
• Internet
17-34

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XEROX: BUILDING CUSTOMER
RELATIONSHIPS THROUGH
PERSONAL SELLING
VIDEO CASE 17
17-35
Xerox Video Case

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VIDEO CASE 17
XEROX
17-36
1. How does Xerox create customer
value through its personal selling
process?

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VIDEO CASE 17
XEROX
17-37
2. How does Alison Capossela provide
solutions for Xerox customers?

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VIDEO CASE 17
XEROX
17-38
3. Why is the Xerox training program
so important to the company’s
success?

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STUDENTS’ PERCEPTIONS
OF SELLING
IN-CLASS ACTIVITY 17-1

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PERSONAL SELLING
PROCESS: DIRECT SELLING
OF THE MARY KAY®
LIP PROTECTOR
IN-CLASS ACTIVITY 17-2

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ICA 17-2
Mary Kay’s “Cinderella Gift ”
Mary Kay
Video
Example:
Direct Selling of
Mary Kay Products
Mary Kay
Web site

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Personal Selling
Personal selling is the two-way
flow of communication between
a buyer and seller, often in a
face-to-face encounter, designed
to influence a person’s or group’s
purchase decision.
17-44

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Sales Management
Sales management consists of
planning the selling program and
implementing and evaluating the
personal selling effort of the firm.
17-45

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Relationship Selling
Relationship selling
is the practice of building ties
to customers based on a
salesperson’s attention and
commitment to customer needs
over time.
17-46

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Order Taker
An order taker processes routine
orders or reorders for products
that were already sold by the
company.
17-47

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Order Getter
An order getter sells in a
conventional sense and identifies
prospective customers, provides
customers with information,
persuades customers to buy, closes
sales, and follows up on customers’
use of a product or service.
17-48

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Personal Selling Process
The personal selling process
consists of sales activities occurring
before, during, and after the sale
itself, consisting of six stages:
(1) prospecting, (2) preapproach,
(3) approach, (4) presentation,
(5) close, and (6) follow-up.
17-49

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Adaptive Selling
Adaptive selling is a need-
satisfaction presentation format
that involves adjusting the
presentation to fit the selling
situation, such as knowing when
to offer solutions and when to
ask for more information.
17-50

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Consultative Selling
Consultative selling is a
need-satisfaction presentation
format that focuses on problem
identification, where the
salesperson serves as an
expert on problem recognition
and resolution.
17-51

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Sales Plan
A sales plan is a statement
describing what is to be achieved
and where and how the selling
effort of salespeople is to be
deployed.
17-52

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Major (Key) Account Management
Major (key) account
management is the practice of
using team selling to focus on
important customers so as to build
mutually beneficial, long-term,
cooperative relationships.
17-53

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Account Management Policies
Account management policies
specify whom salespeople should
contact, what kinds of selling and
customer service activities should
be engaged in, and how these
activities should be carried out.
17-54

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A sales quota consists of specific
goals assigned to a salesperson,
sales team, branch sales office,
or sales district for a stated time
period.
Sales Quota
17-55

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Salesforce Automation (SFA)
Salesforce automation (SFA)
is the use of computer,
information, communication, and
Internet technologies to make
the sales function more effective
and efficient.
17-56